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September 10, 2025

Hyatt Regency San Francisco Airport

1333 Old Bayshore Highway

Burlingame

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workshops

Name: Workshops | Developer Marketing Summit | San Francisco
Start: 2025-09-10T07:00:00.000Z
End: 2025-09-10T07:00:00.000Z
Location: Hyatt Regency San Francisco Airport

Get the low down on our breakout track; pre-register for the workshops and roundtable discussions you wish to attend.

All workshop sessions will be over-subscribed, so we strongly recommend you secure your summit ticket early so you can sign up!

Please make sure to check your pass type (1 day or All Access Pass) before registering for workshops, as you’ll only be able to attend sessions on the days your pass covers.

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09:00 - 10:30, 10 September 2025

Duration:

90 mins

PMM Leaders Briefing

An exclusive meeting for attendees to connect as PMM Summit San Francisco kicks off. Join for a 90 min deep-dive on the essential insights PMM Leaders need to keep up-to-date with in 2025 and beyond. Be privy to previously unshared research and explore each discussion topic further through interactive roundtable discussions. Here’s the run of play: - Welcome breakfast and coffee - Macroeconomic impact of the state of product marketing - The evolving influence of PMMs on GTM strategy - AI (Beyond experimentation)

Speaker coming soon

11:15 - 12:00, 10 September 2025

Duration:

45 mins

Workshop - Aligning product & customer marketing to unleash powerful customer narratives

Customer stories are a powerful asset, but their full potential is often untapped when Product and Customer Marketing teams operate in silos. This interactive workshop will guide you through the process of building a strong partnership between these two crucial functions to strategically identify, craft, and amplify compelling customer narratives. Learn how to align on objectives, processes, and measurement to truly unleash the power of your customer stories and drive greater impact across the customer lifecycle, from acquisition to advocacy. Key learnings: - Understand how to establish a collaborative framework between Product and Customer Marketing to identify ideal customer story candidates and align on storytelling goals. - Learn practical techniques for jointly developing compelling customer narratives that resonate with prospects, inform product development, and inspire existing users. - Discover strategies for effectively distributing and leveraging customer stories across various marketing channels and touchpoints to maximize their impact on business outcomes.

Sangeeta Walsh, RingCentral

11:15 - 12:00, 10 September 2025

Duration:

45 mins

Workshop: How to kick-start your Analyst relations strategy

Join this workshop to create a practical analyst relations plan - or fine tune an existing one - while learning best practices and key deliverables which will help make the most out of your analyst relations program. In this workshop we'll explore how the analyst relations plan is more than just getting "up and to the right" on a report and how you can leverage analysts to: - Provide market insights - Do competitive analysis - Provide product feedback - Amplify your brand We'll put all the elements together for you to walk out of the session with an actionable plan you can use the very next day.

Daniel Kuperman, Jellyfish

12:15 - 13:00, 10 September 2025

Duration:

45 mins

Workshop - From skeptic to strategist: Driving AI adoption in your marketing team

Many marketers are curious about AI but might also feel hesitant or unsure about its practical application. This workshop is designed to guide you and your team from initial skepticism to strategic implementation of AI tools and methodologies. We'll explore real-world use cases across various marketing functions, demystify complex concepts, and provide actionable frameworks to not only understand the potential of AI but also to confidently adopt and integrate it into your daily workflows, ultimately transforming your strategic capabilities. Key learnings: - Understand common misconceptions and address skepticism surrounding AI in marketing through real-world examples and practical applications across different marketing disciplines. - Learn a step-by-step framework for evaluating, selecting, and implementing AI tools relevant to various marketing functions, such as content creation, analysis, campaign management, and personalization. - Develop strategies for fostering a culture of experimentation and continuous learning within your team to drive ongoing AI adoption and strategic innovation across your marketing efforts.

Melissa Miller, Atlassian

13:45 - 14:30, 10 September 2025

Duration:

45 mins

Workshop - GTM teams love you. Competitors fear you. How to use research to personalize every piece of collateral.

Ever feel like your content is “close, but not quite right” for a new industry, persona, or competitor’s customer base? In this hands-on, fast-paced workshop, you’ll team up with fellow PMM leaders to tackle a challenge every B2B software marketer faces: transforming existing content into tailored, high-impact assets for a new audience—using real customer insights, not just best guesses. You’ll get a behind-the-scenes look at how Casey Samulski, Director of Product Marketing at Mission, uses GetWhys to take messaging and sales materials and make them resonate with specific verticals, personas, or competitive segments. Then, you’ll roll up your sleeves and use GetWhys yourself to rework your own (or sample) content for a new target group—combining what you already have with fresh, actionable data. Each table will work through a real PMM deliverable—think vertical-specific messaging, persona-driven sales enablement, or competitor-focused content—using a mix of sample assets and GetWhys insights. We’ll wrap with a quick share-out of your best transformations and give everyone 30 days of free GetWhys access so you can keep building content that actually lands with your next audience.

Philippe Boutros, GetWhys Lotti Brinks, GetWhys Casey Samulski, Mission

15:30 - 16:15, 10 September 2025

Duration:

45 mins

Workshop - Navigating your PMM journey: From first role to future leader

Whether you’re just breaking into product marketing or planning your next big move, this roundtable is all about navigating your career with confidence and curiosity. We’ll talk about how to land that first role, what it’s like to work at startups versus large enterprises, and how to grow your expertise across technical PMM, demand gen, customer marketing, content, and more. We’ll also swap tips on finding the right mentors and coaches, discovering helpful resources, and building a career that matches your strengths and goals. Expect real talk, shared experiences, and ideas you can put into action right away.

Alexis Kushner, Handshake

09:45 - 10:30, 11 September 2025

Duration:

45 mins

Workshop - Technical product marketing masterclass

With the massive expansion of cloud computing, connected devices, SaaS solutions for every fragment of work, and AI capabilities has come the centrality of developers in influencing and implementing technology decisions. Many of us therefore have woken up to realize - we are now developer marketers! While the core marketing principles may be similar to consumer and enterprise marketing - "know the user, know the magic, connect the two" - who the user is, and what they find magical, is unique. In this masterclass, you'll get a brief overview of developer personas and motivators, and have the opportunity to work through case studies. At the end, you'll have familiarity with useful data sources, experience creating a developer "ideal customer profile," and the start of a pitch line and marketing plan for developers.

Katie Miller, Slack

09:45 - 10:30, 11 September 2025

Duration:

45 mins

Workshop - Infused Intelligence: Making Competitive Thinking a Daily GTM Habit

Competitive intelligence doesn’t need to be another slide deck that gets forgotten until someone asks for it—it can be something you tap into every day to make smarter, faster decisions across your GTM motion. In Infused Intelligence, we’ll explore how to build competitive thinking into your daily habits, and how to use GenAI not just to gather intel, but to make sense of it, brainstorm with it, and pressure-test your assumptions. You’ll leave with prompts, tools, and workflows to help you cut through the noise, focus on what matters, and share insights that sales, product, marketing, and retention teams can actually use. Key learnings: Daily discipline, not a deck: Reframe CI as a habit that sharpens every part of your GTM motion. GenAI, start to finish: Use AI to gather, analyze, and apply competitive insights at scale. From signal to strategy: Learn how to separate meaningful intel from noise and turn it into action. CI that drives outcomes: Make insights useful across your org—from sales enablement to retention strategy.

Olga Levchik, Culture Amp

11:15 - 12:00, 11 September 2025

Duration:

45 mins

Workshop - Data-driven storytelling: Weaving insights into compelling narratives

In a data-rich environment, product marketers have access to a wealth of information. However, raw data alone rarely inspires action. This interactive workshop will equip you with the skills to transform data and insights into compelling stories that resonate with your audience, build credibility, and drive desired outcomes. Learn how to identify key data points, structure narratives around them, and visualize information effectively to create persuasive and memorable product stories. Key Learnings: - Learn how to identify the most impactful data points and insights relevant to your product marketing objectives and target audience. - Understand frameworks for structuring data into compelling narrative arcs that capture attention and drive understanding. - Gain practical techniques for visualizing data effectively to enhance your storytelling and make complex information accessible and persuasive.

Hugh Minson, Splunk

11:15 - 12:00, 11 September 2025

Duration:

45 mins

Workshop - The 3 P's to unlock true strategic collaboration as a PMM

Delivering the strategy and shipping it off to channel teams is no longer good enough. You need to be a partner in building the execution plan to deliver results. Join this workshop to learn how to bring some structure and velocity to building execution plans that achieve your goals. You will learn and implement the Three Ps of Building Plans. - Preparation to get a shared understanding of the situation. - Partnership to align on the plan and how to work together. - Performance where execution is tracked in a simple, organized way. We’ll walk through an example of a product launch, and you’ll get access to all of the frameworks to implement for yourself.

Dustin Burg, Unity

12:15 - 13:00, 11 September 2025

Duration:

45 mins

Workshop - Built From scratch: How to survive and thrive as your startup’s only PMM

Being the founding or solo product marketer in a startup or small team can feel isolating. You're often juggling multiple responsibilities, making critical decisions in a vacuum, and missing out on the collaborative energy of a larger PMM team. This workshop is designed specifically for solo and founding product marketers to provide actionable strategies for breaking through that isolation. We'll explore techniques for building your network, finding mentors, leveraging external resources, and establishing effective communication channels within your organization to ensure you feel connected, aligned, valued and empowered to drive go-to-market success.

Jason Oakley, Productive PMM

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